The *It Ends with Us* movie drama just keeps building. Behind-the-scenes footage from when Blake Lively and Justin Baldoni were filming has been circulating online, with people criticizing it, feeling like Blake was taking over the movie.

There’s a lot being said about how the press tour for this film is being handled, the way they’re choosing to market the movie, and much more.

The conversation doesn’t seem to be dying down anytime soon, and it’s crazy to see how Blake Lively and Ryan Reynolds were everyone’s favorite celebrity couple, but now people are suddenly annoyed with them, saying they’re getting the ick.

We’re going to get into everything being said throughout the press tour for *It Ends with Us*. People have gotten the impression that they wanted to market this with a “Deadpool and Wolverine” approach and create a “Barbie-Oppenheimer” moment, but with the movie being about domestic violence (DV), people have felt this wasn’t exactly the film to market as some cutesy little romcom.

A lot of the blame has been put on Blake Lively as the reason for the movie being marketed the way it has been.

However, it’s no secret that Colleen Hoover, the author of the book, doesn’t mind promoting her book series in a light-hearted way. She previously released press-on nails and nail polish inspired by her book series, with one of the colors literally called “Brave Blush.”

There was even a duo set sold at Target called the “Colleen Hoover *It Ends with Us* Nail Polish Duo.” Colleen had also made plans to sell a coloring book inspired by *It Ends with Us*, but that was shut down after receiving massive backlash.

Back in January, she took to her Instagram story to apologize, writing that the coloring book was developed with Lily’s strength in mind, but she could see how it was tone-deaf. She added, “I hear you guys and agree with you. No excuses, no finger-pointing.

I have contacted the publisher to let them know I would prefer we don’t move forward with it. Thank you for the respectful discourse and accountability. Nothing but love.”

If she was okay promoting her book in these ways, it’s unlikely she would reject any of the current marketing now that her book has been turned into a film.

But fans have noticed what they’ve seen and heard from the cast and crew and have been letting Colleen know they don’t love the way this film has been marketed. It seems as though Colleen has now privatized her TikTok account as a result of the backlash.

As the press tour for the film continues with content being released of the cast promoting the film, it’s become even clearer that there are two different ways it’s being promoted: one by the cast and Colleen, and then by the director and one of the lead actors, Justin Baldoni, who continues to do press by himself.

Drama surrounding the film really picked up with speculation that something happened between Justin and the cast since none of them seem to follow him on social media, including Colleen Hoover, who he had been close with back in May.

Justin was the one who originally bought the rights back in 2019 to make this movie, and Colleen loved that Justin was going to be making the film, but it seems her opinion has changed—she doesn’t follow him on Instagram anymore.

It’s really weird how things have gone now that the movie is out. As it got closer to the film’s release, it seemed like Justin had been isolated from the cast, not interacting with them at the premiere of the movie.

But he continues to praise Colleen and Blake in every interview he does while also advocating for the importance of the seriousness of the film and its focus on DV. Meanwhile, Blake and the rest of the cast, along with Colleen, have dodged questions pertaining to Justin.

People online have grown more curious about what has happened to lead to this moment. They’ve started digging up behind-the-scenes clips of the movie being shot, finding moments where it seems like Blake was directing Justin. This has led to speculation that she took over the movie, indicating creative differences.

One particular moment captured and circulated on TikTok shows her directing Justin on how to hold her in a scene. When asked about this in an interview, she seemed surprised that people had seen it.

Despite people feeling like Blake took over and stepped on his toes, Justin had previously said that he took a step back at times and wanted to ensure that the film had a female gaze.

However, those online feel that he may have had to take too many steps back, possibly more than he wanted to. In a previous interview, when asked about directing the sequel, Justin said he felt there was someone better for that role and hinted that Blake might be ready to direct.

Blake was also a producer on the film, not just an actress, so she did have the ability to vocalize opinions on what she wanted the film to look like. However, people are getting the sense that she overstepped, even though there aren’t solid reports of this happening. Justin, on the other hand, continues to promote the film on his own and isn’t shying away from hard conversations or topics surrounding the film, even addressing comments about romanticizing DV.

Justin has expressed that people are entitled to their opinions and understands why they might feel that way.

He mentioned that in today’s culture, too many things are glorified, and in the attention economy and clickbait world, everyone is trying to gather attention. He acknowledged that it makes sense why people might feel uncomfortable, especially if they’ve experienced DV in real life.

Others have expressed disappointment in watching Blake gloss over what the film is about, despite its serious themes.

However, there have been talks of a bigger story going on behind the scenes as to why the cast has decided to not associate with Justin. While the internet might be on his side right now, reports suggest that this could change as more information comes out about what happened on set.

People have reported that all is not what it seems, with an on-set source telling them there’s much more to the story and that the principal cast and author Colleen Hoover will have nothing to do with Justin now.

The Daily Mail also released an article alleging that Justin Baldoni was chauvinistic and borderline on set, sparking fury over his refusal to consider Blake Lively’s character’s perspective while filming certain scenes.

Insiders claimed that Justin almost became the character, with some women on set feeling uncomfortable with his behavior and that he was unprofessional and unapologetic. People and Page Six have also mentioned these accusations in their recent articles.